Marvel Launches Fashion Instagram Account

As part of its foray into bonafide lifestyle brand (and into the minds of Superwomen everywhere), the superhero company has launched a style-centric Insta account, confirming that style is officially a superpower.

The Insta account, which launched on July 23, is described as "The official Marvel Fashion Instagram. Because you don't need to *be* a Super Hero to look like one!" It currently features lifestyle posts, such as a deep blue iced drink with the caption #ELECTROfied (a reference to the super villain Electro), as well as fashion-related shots of Marvel-licensed outfits.

"At its core, we simply want to show everyone that Marvel can be integrated into our daily lives by highlighting everyday fashion with a hint of Marvel. We'd like to provide fun tips and ideas along the way that highlight the amazing merchandise we have available," said Paul Gitter, SVP Marvel Licensing at Disney Consumer Products, to Pret-a-Reporter about the idea behind the initiative. "We want to ensure that everyone sees Marvel not just as a film studio, but as a trendsetting brand that includes lifestyle products."

Followers can expect to see future posts spotlighting new Marvel products sold at various retailers, including Hot Topic and Wet Seal, trend reports, sneak peeks at products in development and advice on incorporating Marvel on the daily.

Gitter adds: "As the Marvel brand grows in popularity with the success of film, TV, comic, digital and live-event initiatives, it is important to us to show that it is a broadly appealing brand, and our main posts are going to serve our large female base, since they have been a big part of Marvel's success."

Based on the comments, female fans are stoked about what they're seeing. In a post featuring a Loki dress from the first-ever Comic-Con fashion show, which was held in collaboration with Her Universe, Hot Topic and Nerdist Industries, one follower wrote, "I need this omg" while others inquired about where they could purchase the Marvel outfit.

"This popularity has gone beyond just going to see the movies, watching the television shows or reading the comics. Fans are living a Marvel lifestyle and that includes adding Marvel elements to their everyday fashion," said Ashley Eckstein of Her Universe. "It's exciting to have this new Instagram page to follow so we can get ideas of how we can style Marvel into our daily looks."